A competitive intelligence platform provider for the online advertising industry required a contextual categorization engine capable of yielding a wide variety of data sets including language, categories, sentiment, named entities, ad fraud and malicious detection and more to enrich their platform offering. The platform provider’s objective was to improve performance of its customers’ online campaigns through enhanced ad targeting and reduction in ads placed on fraudulent sites.

Client Profile

Deployment Requirement

The OEM Partner required a simple, easy integration using Python on Ubuntu 12.04 64-bit servers within their data centers. Additionally, they required the ability to scale to billions of transactions and impressions a day, as well as support for the Tier 2 category set defined in the IAB® Quality Assurance Guidelines.

Business Challenge

The OEM Partner needed to become more competitive in the marketplace by enhancing the depth and coverage of its online advertising business intelligence offering through increased web page detail and context.

“We were already collecting data from our own proprietary data mining technologies, yet we realized that the context of web pages used for advertising could always be more insightful to our platform subscribers.” -CEO, OEM Partner

The OEM partner identified strict requirements in a technology partner and following is how zvelo’s contextual categorization solutions met or exceeded expectations of each one:

Ad Tech Credibility: A vendor with a proven track record of working with notable worldwide technology companies in the online advertising industry.

Language Detection: A solution that can process and generate comprehensive categorization data sets for URLs and unstructured data (from user forums and comments) for the most popular languages.

Competitive Intelligence Enrichment: A solution that provides meaningful data that could enrich and help differentiate and further monetize the competitive intelligence platform offering.

High Volume Support & Scalability: A solution that can scale up to support increases from hundreds of millions of queries and impressions a day to the billions a day that are anticipated in the near future.

zvelo’s Solutions

zvelo works closely with each OEM partner to fully understand the challenges and implementation. After coming together, these are the solutions zvelo leveraged to provide details page-level insights:

Recognized Technology Partner: zvelo is in partnership with some of the most well-known ad targeting attribution, ad networks, ad exchanges, DSPs, RTB platforms, in addition to big data analytics firms, and processes billions of contextual data set queries daily. Furthermore, the list of ad-tech and analytics partners continues to grow, which helps to expand the depth of ActiveWeb* coverage for all partners.

Broad Language Support:zvelo’s proprietary contextual categorization systems are able to generate a wide range of extensive and granular data sets across more than a dozen languages for web pages and unstructured data (view official the Language Support Map).

Comprehensive Data Set Support: In addition to the nearly 500 categories used for classifying web pages and unstructured content, the zvelo systems also process and generate a wide range of data, including Named Entity, Sentiment, Language and Reputation, allowing for significant data enrichment opportunities, whether the data being processed is a Deep Web page, a blog entry, a user comment or other unstructured content. Furthermore, zvelo’s categories can be mapped to industry standards such as the IAB Tier 2, other existing category sets or even custom category sets as required, allowing for easy integration with existing platform offerings.

Malicious Detection: zvelo has been a longtime leader in fraud and malicious detection. zvelo utilizes a combination of proprietary technologies and proven third party tools to provide real-time detection for new ad fraud and malicious variants and threats.

Uncompromising Performance: zvelo’s easy to integrate SDK/API also provides the best scalability in the industry, supporting customers doing tens of billions of queries daily. Learn more about our deployment options.

zvelo OEM Solutions

Page-Level Contextual Categorization

Industry-Leading Language Support

Advanced Dataset Options

Unmatched Scaling Performance

OEM Partner Requirements

The OEM Partner conducted a preliminary evaluation of zvelo’s contextual categorization engine using the zveloDB SDK with a special focus on full path URLs utilizing actual news stories, as well as unstructured content from blog posts and comments pulled directly from their business intelligence platform, plus social media feeds integrated into these web pages.

“The evaluation was conducted without a hitch. We were very impressed by zvelo’s web page categorization speed and accuracy and by the vast amount of data sets their engine provided.” -CTO, OEM Partner

The Results

After integrating zvelo’s contextual categorization engine, the OEM Partner was able to significantly enrich the level of insight and analytics regarding web pages used for online advertising, whether textual, display or native in nature. The additional data sets helped to differentiate their competitive intelligence platform and increased the ability to report on various web page information including language, sentiment, mentions of entities (persons, places and things), connections of said entities and also detect ad fraud pages, which further increased customer satisfaction and ROI on ad campaigns. Finally, the enhanced reporting and visualization of web page data spawned a new wave of freemium to premium reporting and visualization plans, which helped expand their overall subscriber base and bottom line.

“Online advertising is an extremely congested landscape and we are in the business alleviating the ad buying decision-making process by reporting on where top advertisers place ads and which publisher websites provide the best ROI. zvelo has truly helped make us a market leader in this arena.” – CEO, OEM Partner

For over 20 years, we have been delivering industry-leading URL Database, Web Categorization, & Malicious Detection solutions. We are proud to support some of the world's leading network security, antivirus, and ad tech companies who are helping to make the internet a safer place for all!